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Content and PR for Architectus’ world class design.

It’s not often the opportunity arises to reimagine a part of national history. Our architecture client Architectus, in partnership with Denmark’s Schmidt Hammer Lassen, endeavoured to bring Melbourne the world’s best library design, merging the history of a heritage building with the needs of the next generation of Victorians.

Co-designed with input from school children and through extensive consultation with diverse groups of Victorians, the $88.1 million development will strip back the layers of one of Melbourne’s most loved landmarks to reveal its original beauty. The redevelopment will transform the Library and return 40 per cent more space to public use, opening spaces that have been closed to the public for many years including Queen’s Hall and the Russell Street entrance, while adding new spaces such as the Children’s Quarter.

Collaborating closely with the State Library media team and project partners ahead of the hotly anticipated design unveiling, Keep Left ensured Architectus earned the media and key audience cut-through with a combined media relations and content development strategy to maximise earned and owned channels. Our content production team took a tour of the Library with Ruth Wilson, Director at Architectus, where she shared the inspiration behind the design and discussed the future of the Library. The resulting video formed an engaging insight into the project for Architectus website and social channel visitors, as well as for online media to embed into their stories.

Our property PR team invited key media contacts from both architecture trade media and major daily property and education reporters to attend a busy morning media call held at the library to unveil the renders. With two government ministers and multiple partners all vying for media attention, Architectus was able to gain strong share of voice across broadcast, print and online media by offering insightful interviews that relayed well-practiced key messaging, as well as the Keep Left team providing media kits which included quotes that established Architectus’ voice as an authority on the Library’s design.

Architectus’ role in the redesign received broad national coverage across outlets such as Channel 7 News, Channel 9 News, ABC, throughout the Fairfax network, the Herald Sun and industry media outlets like Architecture & Design and Architecture AU.

With media coverage reaching an approximate audience of 21,120,643, Architectus’ message was communicated through 23 unique stories nationally achieving an average Keep Left Impact Score of 81.93 out of 100.

Victoria’s first vertical state high school.

In a richly populated inner-city area such as Richmond, unoccupied land is a luxury of old. With the suburb boasting an iconic industrial history, the need to accommodate an increasing number of high school students in modern, forward-thinking education facilities has been a pressing issue for locals. Keep Left’s architecture client Hayball came up with an innovative solution for the brief of Richmond’s first vertical high school.

Rising above a Richmond car park, Hayball’s $43 million vertical school design creates a space for 650 students and delivers integrated educational and communal facilities that will optimise cross-cultural learning opportunities.

A project of this gravity tends to draw the attention of media on merit alone. But with state government and education spokespeople attending the turning of the sod, it was vital to our property PR team that the voice of Hayball could break through the political noise to share the passion behind the project.

Armed with hard hats and prepared quotes, our team used the ceremony as an opportunity to ensure that news of Richmond High School went hand in hand with the key messages of Hayball and project director David Tweedie.

Although good news travels fast, state-of-the-art news travels even faster. With targets in education, property and architecture media; the story of Hayball’s vertical school quickly received national attention across a range of trade and mainstream media.

The art of long-lead media in property PR.

In a time-poor and fast-paced media world, the benefits of long-lead media can often be overlooked. Fortunately, our property PR team are experts in utilising this age-old art to achieve coverage that drives conversation about outstanding projects.

Working with our architecture client Hayball, Keep Left commenced the seven-month process of securing coverage in the February edition of Australia’s leading residential architecture magazine – Houses.

Published in Houses, Australia’s leading residential architecture magazine for designers and their clients – http://architectureau.com/magazines/houses/

As a multidisciplinary architecture firm, Hayball’s projects span the categories of multi-residential, mixed-use, education and interior design. This Edwardian restoration and expansion project provided lead architect, Thomas Gilbert, with the opportunity to present the craftsmanship that the practice has built its reputation on.

With a canvas of stunning architecture and vast spaces, it wouldn’t do the story of this project justice if it were scribbled in the caption of an image or summarised in the column of a newspaper, so we raised the bar higher. Our property PR team pitched a profiling opportunity to Houses in August of 2016, creating time for interviews, tours and copy review that would highlight the expertise and precision involved in creating this home.

The eight-page spread in the February edition of Houses showcased the incredible work that went into The Bayside Residence. This coverage had a potential readership of 20,000 people and resulted in an incredible, near perfect Impact Score of 98.